Internet of things technology as a way to control consumer’s loyalty

Технология интернета вещей как способ управления потребительской лояльностью

Kolchin, Egor (Колчин, Егор) () and Kolchina, Natal’ya (Колчина, Наталья) ()
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Kolchin, Egor (Колчин, Егор): National Research Lobachevsky State University of Nizhny Novgorod
Kolchina, Natal’ya (Колчина, Наталья): National Research Ogarev Mordovia State University

Voprosy upravleniya / Management Issues, 2019, 200-208

Abstract: The relevance of the topic is due to the need for media companies to develop modern tools to attract new consumers and increase the loyalty of existing ones. The formation of the customer's needs and their satisfaction, through the prism of IT technologies, allows not only to control the consumption process, but also to manage it. The introduction of modern technologies in the life of society contributes to the competent planning of the company's product portfolio as one of the components of the marketing complex. Currently, there is a technology that will help solve the issue of obtaining information for the future strategic planning of the company - the Internet of things (IoT). The main feature of this technology is that there is no need for a person to plan his own goals. An active user of IoT technology focuses only on the task, and devices connected to each other solve it. This way of automating tasks, through the interaction of “smart” devices with each other, will allow you to plan competently your own time and focus on what is important. However, there is a question about the confidentiality of such information. Due to the high level of integration of devices in human life, our devices such as smartphone, TV, car, laptop, and so on get a huge array of both general and personal information. The end user of data collected using various devices is a representative of a particular company. That is why the presence of the human factor here not only reduces the level of customer loyalty, but also jeopardizes the success of the company's business strategy as a whole. This article discusses the ways of forming consumer loyalty to the company's main product, as well as the principles of IoT technology.

Keywords: consumer loyalty; technology; Internet of things; media content; information; personalized content; personal data privacy (search for similar items in EconPapers)
Date: 2019
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